P9. Gift Budget Adherence and Price Discounts

This research suggests that people are more likely to spend extra money to adhere to their budgets when the budgeted purchase is sold at a discount if that budget is for a gift than if it is for the self.



Citation:

Yuna Choe and Christina Kan (2018) ,"P9. Gift Budget Adherence and Price Discounts", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.

Authors

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions

James A Mourey, DePaul University, USA
Ari Waldman, New York Law School

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

Let's Get Together and Make a Difference: Experiencing a Community in Donation-Based Crowdfunding

Danit Ein-Gar, Tel Aviv University, Israel

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.